Campaign to change society's attitude towards older persons

Kampanija, skirta keisti visuomenės požiūrį į vyresnio amžiaus žmones

In 2019, Lithuanian retailers "IKI" and "Rimi" launched significant campaigns aimed at changing society's attitude towards older persons, addressing ageism, and promoting their inclusion in both the workforce and society. "IKI" introduced a loyalty card specifically for seniors, which led to over 150,000 older customers benefiting from special discounts and privileges. They also launched an image campaign that portrayed older adults as vibrant and energetic, effectively challenging negative stereotypes about ageing. "Rimi" conducted the social experiment “#AmžiusNesvarbu” (“Age Doesn't Matter”), focusing on the employment challenges faced by older people. This campaign resulted in a 10% increase in the hiring of older employees within the company, demonstrating that age should not be a barrier to employment. The campaign also sparked widespread public discussions on age discrimination. Overall, these efforts contributed to a broader societal awareness, initiating a shift towards greater inclusion and appreciation of older adults in both the workplace and public life.